100% Return On Ad Spend Within 7 Days for Atari

Launching Roller Coaster Tycoon Touch 

800,000
— Users acquired in three months
>100%
— Return on ad spend in 3 Months
7 Days
— Current payback window on advertising

Background

AT launch, Roller Coaster Tycoon Touch (RCTT) achieved Top 1 Overall rank in the iOS App Store and maintained that position for the first week. RCTT reached 7.5 Million downloads, on Android and iOS, in the first 100 days.

GameChangerSF had been working with Atari for over two years on the other mobile titles. It was responsible for the launch strategy and its execution on Roller Coaster Tycoon Touch.


Business Objective

After a big launch and featuring by Apple, Atari's DAU (daily active users) started to drop. Atari tasked GameChangerSF with stabilizing DAU above 300,000 and growing the user base and total revenue from there. Positive return on the ad spend (ROAS) was an absolute requirement from day one. 


Results

We exceeded Atari's objectives:

  • 800,000+ users acquired within three months for under $1,000,000
  • The revenue from users acquired exceeded the cost  
  • DAU is starting to grow again thanks to paid users who generate an increasing share of the overall revenue.
  • Payback period went from 60 days at launch to 30 days and finally to 7-14 days; with 7-day ROAS reaching 100% at the time of this study, on an increasing scale.

7 Day Return on Ad Spend

 
7 day roas line chart.png
 
 

Weekly Installs and Net Revenue by Source (7-day revenue cohort)

 
Payback period went from 60 days at launch to 30 days and finally to 7-14 days; with 7-day ROAS reaching 100% at the time of this study, on an increasing scale.
 

How we did it

The key to the success is the tactic that we call “geo-arbitrage” – frequent rotation of countries in the acquisition mix to optimize for audiences with the highest conversion, while letting depleting audiences rest.

In the first two months, US and UK accounted for 80% of the marketing spend and 90% of revenue from paid users. We later shifted a large portion of the spend to Europe, putting some of the most valuable Tier 1 audiences “on ice” until they refresh.

 
USA Chart.png
 

More recently, less than a third of paid users came from US and UK; 12% of paid users came from Brazil. Mexico generated 9% of the total revenue with a superior profit margin. We see similar good results with certain countries in South East Asia.

Finding monetizing users in Tier 3 countries in not easy. We rely on proprietary data, audience intelligence and bidding algorithms to find  users with a high likelihood of becoming big spenders.

Phil Shpilberg